Modulbostäders plats på studentbostadsmarknaden, En utvärdering av ett nyetablerat modulbostadsföretags möjligheter på bostadsmarknaden

Abstract

low number of new built residents, the current situation is unsustainable for the future. Sweden's population is expected to reach ten million in 2017, this is due to immigration and higher living standards, which means that people today live longer. Despite this, housing constructions has remained at the same level since the 90s and are not expected to increase in the near future. It primarily affects the largest municipalities and is partly explained by Sweden being increasingly urbanized. To oppose this, Tuma AB has developed a housing solution with a low production cost and they hope to establish themselves on the housing market. The purpose of this report is to examine how Tuma AB competes against other parties in the housing market. This is done using a situational analysis focusing on SWOT. To investigate this, a comprehensive situational analysis of Tuma AB must be made, however, in this report, focus lies on the SWOT analysis of Tuma AB and its potential competitors. A literature study was done to summarize the most commonly used theories on the subject in order to understand how a complete situational analysis should be done. The report shows that Tuma AB, in contrast to the companies we used to compare, have strengths within production cost and rental levels, however, Tuma AB has weaknesses regarding skilled staff within the company, limited construction and that the concept has never been tested. Based on the analysis of Tuma AB and the compared parties, Tuma AB has a potential to establish on both student housing and the regular housing market. The rent for an apartment will be low compared to the market prices; therefore Tuma AB should target low wage earners, young people and students as they are willing to compromise with the living space. As for building permits Tuma AB should work toward permanent building permits, as the other modular housing parties have greater advantages in moving and set-up of housing which Tuma AB cannot compete with today. This would lead to higher costs for Tuma AB compared to their competitors and most likely deterioration in the financial result.